23 hours ago | By Lourdes Linares
Apr 18, 2016
By WGSN Insider
At WGSN we’re big advocates of protecting the environment and creating a sustainable future for fashion.
But for the average consumer, finding accessible sustainable fashion is no mean feat. And if you’re a perplexed high-street customer wanting to breathe a bit of green into your wardrobe, it’s pretty tough to shop consciously and without the price tag.
Thanks to Fashion Revolution you can now actually ask the brand #whomademyclothes which quite frankly will save you a lot of time scrolling for the teeny-tiny ‘responsibility’ tab on a lot retailer’s websites at the same time as raising awareness of the issue.
Alternatively if you can’t wait for the answers and just NEED a new outfit this weekend, you could just follow these quick 4 eco-friendly fashion tips for savvy, sustainable shopping.
Love Prints? ASOS Africa
Imagine a world where you could order this weekend’s outfit straight to your doorstep at the same time as promoting fair-trade manufacture in Africa. Yep, really. ASOS’ SS16 Africa collection does just that, combining statement print, east African textiles with effortless London cool, in a collection of contemporary silhouettes designed by London-based designer Christine Mhando (aka Chichia). Each piece is made using local craftsmanship in Africa exclusively designed for the fashionable, sustainability-savvy customer in mind leaving you safe in the knowledge tomorrow’s outfit is sorted (and guilt-free).
Love old-skool classics? Go Vintage
Reworked and pre-worn looks are totally zeitgeisty right now. So why not actually try and shop vintage instead of buying the high-street alternative to what looks like your Dad’s old Levis’ 501s from 1970-way-back-when (nobody wants to be a try hard). There’s a whole plethora of vintage shops along London’s Brick Lane for any fashion-lover’s perusal. Originating out of Camden, humble vintage stockist Rokit now has four stores across the capital providing a treasure trove of hand picked, pre-loved items waiting to be discovered. They also have the in-house designed Rokit Recyled collection which upcycles any unwearable pieces into brand-spanking-new, trend-led designs. You can even shop by decade so there’s really no excuse not to get your retro style on point.
Denim head? Invest in Patagonia
We’ve written a lot about Patagonia in the past and their commitment to more sustainable denim offerings and now they have announced a tour. Called the Worn Wear Tour, Patagonia is headed to set locations in Europe for April and May 2016, with mobile repair stands to help you repair your worn denim goods. Then for any garment that has seen better days Patagonia will recycle it for you. Click here for tour dates.
High street lover? H&M Conscious
So most of you probably know that fast-fashion giant H&M are fairly big into the ‘conscious’ thing and as far as I’m concerned are a brand after my own heart; ultimately making sustainability fashionable and accessible to the masses. Easily recognisable by the green conscious hang-tag, the brand uses certified organic, recycled cotton or cotton grown under the Better Cotton Initiative across a handful of items and even in their covetable Studio collection.
Better yet, they use other eco-friendly materials like organic hemp or recycled wool (fancy), which alongside organic cotton represents 14% of their total material use. Check out their upcoming collab with singer M.I.A for the first World Recycle Week (18th-24th April 2016) here.
Designer garment hunter? Buy Second Hand at Vestiare Collective
Everyone wants to be part of a gang, especially when the gang is made up of luxury fashion owners who have more unworn Louboutins than sense. Online community platform Vestiaire Collective allows members (see, it’s exclusive) to buy and sell, top of the range pre-owned luxury fashion and accessories at a percentage of the original price. Not just old tat, this ‘stuff’ is often current or last season’s stock, with 20,000 new specially selected items going online every week. We’re dealing with authentic designer gear here so be prepared to still pay a pretty penny, but definitely one to consider for those sturdy forever purchases (until you want to trade it in for next year’s piece).
Interested in sustainability & interiors? Check out five interior brands that are doing sustainability and ethical design brilliantly here.
For an in-depth look at emerging sustainable brands, across clothing, accessories, interiors and more, join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.